Lead generation strategies for B2B companies and B2C businesses are different, just like other marketing strategies. The approach to lead generation is different for both business-to-business and business-to-consumer.
B2C companies typically target larger audiences, which are often broken down into smaller segments. B2B companies target specific customers to increase personalization.
B2B and B2C marketers both know that although tactics can differ, the importance of a solid strategy is the same. Let’s look closer at the differences between B2B and B2C lead generation.
What is B2B and B2C Lead Generation?
B2B and B2C lead-generation are both aimed at attracting as many potential customers as possible. Although tactics may differ, the goal of bringing a client with high potential for conversion to your company’s doorstep is the same. You have a better chance of converting high-quality leads into paying clients if you generate more.
B2B as well as B2C companies can benefit from similar lead generation strategies that include:
- High-quality content creation
- Search engine optimization
- In exchange for contact information, you can offer lead magnets or content upgrades.
- Social media can be used to build communities
- Use paid search options
- Optimize your website content including landing pages, CTAs and more.
Channels can look the same but the way you use them may be different.
1. Social media channels
B2B and B2C companies both use different social media platforms to generate leads. Facebook can be used by all companies as an SMM tool. While Instagram, LinkedIn and other platforms are useful for B2C, they can also be helpful for B2B.
80% of all B2B leads are generated by LinkedIn. LinkedIn is often the last social media platform that B2C companies use.
2. Type of Content
Both B2C companies and B2B businesses recognize the importance of high-quality content, but the content used for lead generation may differ. This is due to the buyer personas, and their intentions. B2B companies have a buyer persona, which is a business owner that is making the best decision for the stakeholders.
These professionals require professional content that is well-written and detailed. Decision-makers will likely research the company and its content before they make a decision to use their services. B2B lead generation content should reflect a corporate image. Content for B2C, on the other hand, can be casual and conversational.
B2B lead-generation goals and B2C lead-generation goals are similar. B2C companies tend to be more interested in attracting consumers.
Quantity and quality are the two main differences between B2C lead generation strategies and B2B lead generation strategies. B2C marketers are more concerned with quantity than B2B professionals.
4. Sales Cycle
The B2C sales process is faster than B2B because consumers are more likely to make quick decisions. B2B decision-makers take longer because there is more involved, but also because there are many people involved.
B2B companies have an average of 6.8 stakeholders. This causes a slowdown in the buying process and forces B2B marketers to invest more time in lead generation. To secure a lead, each stakeholder must be addressed. This requires more effort and involves a wider range of tactics.
5. Relationship Building
B2B marketing is all about building a strong relationship with your customer. Relationship building starts at the lead generation stage. B2C marketers are also focused on relationships but they don’t stress them as much.
B2C sales are often driven by emotions. You don’t always get a loyal customer if you just convert a lead. B2B marketers can make a lasting relationship with leads if they are interested in your products.
Although B2B and B2C lead-generation strategies are both aimed at the same goal, they have different processes. The target audiences for B2B and B2C companies is vastly different, so the methods to grab their attention are very different.
B2B companies focus their lead generation efforts upon decision-makers and stakeholders, while B2C marketers are trying to reach individual buyers. Each approach calls for a different set or tactics.